01/ 30/ 2006
by Jeffrey Moses
When your marketing ideas seem to be getting stale or unproductive, it may be time to come up with some unusual, out-of-the-box concepts. Coming up with highly innovative yet effective concepts is usually considered the domain of high-ticket advertising agencies, but these may beyond the budget of many small companies. Here are some ways to come up with out-of-the-box ideas inexpensively.
1. Contact a few of the best freelance marketing pros in your area (writers, marketing consultants, etc.) and hire them for an hour or two. Discuss your type of business, your target markets and your desire to hire them only as consultants at this point. Challenge them to come up with original ideas that would enable you to expand your sphere of marketing as economically as possible.
Freelance marketers are often among the most creative people in the industry. To find the best in your area, call graphic design firms, ad agencies, local magazines, the business editor of the local newspaper, etc., and ask for names of highly creative local marketers.
By limiting your time with them to an hour or two, you'll be able to pick the minds of four or five creative individuals. When you hear an idea that you want to use, hire the person who offered it to implement the plan or do it internally.
Note: Many freelancers offer a free first hour of consultation. You may be able to take advantage of this with some of the people you contact.
2. Talk with your current ad representatives and media contacts to see if they can come up with new ideas for your business. They may have been hesitant to mention certain ideas they've had.
3. Visit Web sites containing marketing tips and other advertising information. Many of these are run by highly creative, experienced ad experts. During the process, you may find a person you'd like to contact and hire.
4. Start a suggestion box for your employees, soliciting innovative marketing ideas. Some of the best and most creative ideas come from people who are involved daily with various aspects of your business. Give a $100 award for ideas used.
5. Continually scan newspapers, magazines and other local media for unusual ideas that you may be able to use. Ideas cannot be copyrighted, and what works for one business may work for another, even in different industries.
6. Visit your local bookseller and browse the business section. There are innumerable books containing lists of economical marketing tips, many of which are highly innovative. You'll probably be able to find one or two that fit your business.
When asking marketing experts for out-of-the-box ideas, set certain parameters:
- The ideas must not be so far out that they cannot be successfully implemented by your particular business.
- The ideas must be relatively cost-effective (anyone can spend two dollars to make one).
- The marketing concepts should not demean your business by making it look unduly peculiar.
